Evaluating the effectiveness of marketing campaigns for malls using a novel interpretable machine learning model
Tong Wang, Cheng He, Fujie Jin, Yu Jeffrey Hu
| Year of publication: |
2022
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|---|---|
| Authors: | Wang, Tong ; He, Cheng ; Jin, Fujie ; Hu, Yu Jeffrey |
| Published in: |
Information systems research : ISR. - Linthicum, Md. : INFORMS, ISSN 1526-5536, ZDB-ID 2027203-0. - Vol. 33.2022, 2, p. 659-677
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| Subject: | interpretable machine learning | mall customer traffic | marketing campaigns | response curve evaluation | Künstliche Intelligenz | Artificial intelligence | Einkaufszentrum | Shopping center | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Theorie | Theory |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/isre.2021.1078 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013363092